TRACKING SPONSORED VEST PATCHES SHOWS SIX TEAMS IN NBA PLAY-OFFS WOULD HAVE DELIVERED $55M SPONSOR VALUE, OVER 40 GAMES
“Our analysis, carried out using the only technology capable of delivering such granularity and accuracy, shows that if social media is not taken into consideration vest sponsor deals may be significantly undervalued. As NBA teams begin to finalise their deals for 2017 they need to be aware of this.”
Six of the teams contesting the NBA’s Conference semi-finals, finals and play-off final would have delivered a combined $55 million in value for their vest patch sponsors on social media alone according to figures produced by London-based visual image tracking and analytics company SnapRapid.
The figures are a first to give an indication of the social media value, which will be delivered by NBA teams when they are allowed to carry sponsor logos from 2017.
SnapRapid used its bespoke technology to track areas of vests equivalent in size and positioning to the logo patches authorised by the NBA on the vests of the Golden State Warriors, Oklahoma City, Cleveland, Toronto, Miami and San Antonio.
Advanced image recognition technology is used to identify sponsor branding wherever it appears and, once identified, it is then evaluated according to size, duration and, critically, levels of engagement. This allows values, based on industry standard methodology to be attached – for the first time enabling sports properties and sponsor brands to factor the value of social media coverage and engagement into sponsorship decision-making and strategy development.
The tracking programme covered a total of 40 games across Facebook, Twitter, Instagram, YouTube, Dailymotion, Google+, Weibo, Vine, Vimeo, Tumblr and Reddit.
The greatest level of value was offered by Golden State whose social media coverage and engagement was worth $25.7 million over 18 games.
Extrapolated across the entire season schedule, the results show Golden State would have delivered $34.2 million of value for its vest patch sponsor, of which $8.4 million would have come from the regular season – the play-off final would have earned a staggering $21.4m of media value if they had the sponsor patch in place at the time.
Russell Glenister, founder and CEO of SnapRapid said: “Even though this project involved a relatively small number of games it is clear that NBA teams have major traction across social media which has a massive value for sponsors – and we didn’t even track digital media, which we usually do for our clients, which would had added significant extra value. The Cleveland Cavaliers, who went on to win the NBA play-offs, after being 3-0 down in the final, had 6,421 videos and 13,058 images shared on social media with, what would have been their sponsor patch in them. This would have earned them a mouth watering $20.3m of media value for their patch sponsor.
“There is a major disconnect in sports sponsorship. While audiences are migrating to digital and social media to follow and enjoy sports, sponsor deals are still being negotiated almost solely on the basis of TV viewing figures. Our analysis, carried out using the only technology capable of delivering such breadth and accuracy, shows that if social media is not taken into consideration, deals are going be significantly undervalued. As NBA teams begin to finalise their deals for 2017 they need to consider, not just TV value, but digital and social too.
“Being able to quantify the extent and value of digital exposure is important to all sports rights owners as well as sponsors themselves. It has been a guessing game until now. New technologies, have changed that, making it possible to understand true value and to make best practice decisions.
“By establishing the value of a mass of digital exposure which is currently unaccounted for by all sports – and therefore ignored – it is possible to put a different perspective on the sponsorship proposition.
“Brands who sponsor sports don’t know the value of coverage they are achieving through digital, because neither they, nor rights owners who sell sponsorship, have had a clue – until now. The whole game has changed, everyone is starting realise that the great unknown that has been social and digital value can be understood, but only if tracked and valued as we have been doing for a year, across multiple sports and over 80 sponsors.”
NBA Play-off final statistics, Cleveland Cavaliers v. Golden State Warriors – 7 gripping games:
- A combined $41.6m of media value would have been created for the two teams patch sponsors
- 32,345 images were shared on social media platforms, which would have included patch sponsors
- 16,855,139 people engaged with images, that would have included patch sponsors, on Instagram alone
- 15,373 videos were shared on social media platforms, which would have included patch sponsors
- There were 59,585,021 cumulative views on YouTube of play-off final videos, which would have included sponsor patches
- YouTube created $18,286,786 of media value for the virtual sponsor patches
- Instagram created $9,694,092 of media value for the virtual sponsor patches
Further information from:
Russell Glenister, CEO, SnapRapid
Tel: +44 (0) 7775 517020
SnapRapid Ltd, 33 Fitzroy Street, London, W1T 6DU, UK